diff --git a/browser/about_flags.cc b/browser/about_flags.cc
index 7014c1d1a813..a4ba499a9efa 100644
--- a/browser/about_flags.cc
+++ b/browser/about_flags.cc
@@ -63,7 +63,6 @@ using brave_shields::features::kBraveExtensionNetworkBlocking;
 using brave_shields::features::kCosmeticFilteringSyncLoad;
 
 using debounce::features::kBraveDebounce;
-using ntp_background_images::features::kBraveNTPBrandedWallpaper;
 using ntp_background_images::features::kBraveNTPBrandedWallpaperDemo;
 using ntp_background_images::features::kBraveNTPSuperReferralWallpaper;
 
@@ -147,11 +146,6 @@ constexpr char kCosmeticFilteringSyncLoadDescription[] =
 constexpr char kBraveIpfsName[] = "Enable IPFS";
 constexpr char kBraveIpfsDescription[] = "Enable native support of IPFS.";
 
-constexpr char kBraveNTPBrandedWallpaperName[] =
-    "New Tab Page Branded Wallpapers";
-constexpr char kBraveNTPBrandedWallpaperDescription[] =
-    "Allow New Tab Page Branded Wallpapers and user preference.";
-
 constexpr char kBraveNTPBrandedWallpaperDemoName[] =
     "New Tab Page Demo Branded Wallpaper";
 constexpr char kBraveNTPBrandedWallpaperDemoDescription[] =
@@ -375,10 +369,6 @@ constexpr char kFileSystemAccessAPIDescription[] =
      flag_descriptions::kUseDevUpdaterUrlName,                              \
      flag_descriptions::kUseDevUpdaterUrlDescription, kOsAll,               \
      FEATURE_VALUE_TYPE(brave_component_updater::kUseDevUpdaterUrl)},       \
-    {"brave-ntp-branded-wallpaper",                                         \
-     flag_descriptions::kBraveNTPBrandedWallpaperName,                      \
-     flag_descriptions::kBraveNTPBrandedWallpaperDescription, kOsAll,       \
-     FEATURE_VALUE_TYPE(kBraveNTPBrandedWallpaper)},                        \
     {"brave-ntp-branded-wallpaper-demo",                                    \
      flag_descriptions::kBraveNTPBrandedWallpaperDemoName,                  \
      flag_descriptions::kBraveNTPBrandedWallpaperDemoDescription, kOsAll,   \
diff --git a/browser/brave_browser_process_impl.cc b/browser/brave_browser_process_impl.cc
index b5deb7debb22..17761ebcee32 100644
--- a/browser/brave_browser_process_impl.cc
+++ b/browser/brave_browser_process_impl.cc
@@ -31,7 +31,6 @@
 #include "brave/components/brave_sync/network_time_helper.h"
 #include "brave/components/debounce/browser/debounce_component_installer.h"
 #include "brave/components/debounce/common/features.h"
-#include "brave/components/ntp_background_images/browser/features.h"
 #include "brave/components/ntp_background_images/browser/ntp_background_images_service.h"
 #include "brave/components/p3a/brave_p3a_service.h"
 #include "brave/components/p3a/buildflags.h"
@@ -85,7 +84,6 @@
 
 using brave_component_updater::BraveComponent;
 using ntp_background_images::NTPBackgroundImagesService;
-using ntp_background_images::features::kBraveNTPBrandedWallpaper;
 
 namespace {
 
@@ -217,9 +215,6 @@ BraveBrowserProcessImpl::ad_block_regional_service_manager() {
 
 NTPBackgroundImagesService*
 BraveBrowserProcessImpl::ntp_background_images_service() {
-  if (!base::FeatureList::IsEnabled(kBraveNTPBrandedWallpaper))
-    return nullptr;
-
   if (!ntp_background_images_service_) {
     ntp_background_images_service_ =
         std::make_unique<NTPBackgroundImagesService>(component_updater(),
diff --git a/browser/ui/webui/new_tab_page/brave_new_tab_message_handler.cc b/browser/ui/webui/new_tab_page/brave_new_tab_message_handler.cc
index eb7d17c945a7..2f96058dc719 100644
--- a/browser/ui/webui/new_tab_page/brave_new_tab_message_handler.cc
+++ b/browser/ui/webui/new_tab_page/brave_new_tab_message_handler.cc
@@ -27,7 +27,6 @@
 #include "brave/components/brave_today/common/pref_names.h"
 #include "brave/components/crypto_dot_com/browser/buildflags/buildflags.h"
 #include "brave/components/ftx/browser/buildflags/buildflags.h"
-#include "brave/components/ntp_background_images/browser/features.h"
 #include "brave/components/ntp_background_images/browser/url_constants.h"
 #include "brave/components/ntp_background_images/browser/view_counter_service.h"
 #include "brave/components/ntp_background_images/common/pref_names.h"
@@ -44,7 +43,6 @@
 #include "content/public/browser/web_ui_data_source.h"
 
 using ntp_background_images::ViewCounterServiceFactory;
-using ntp_background_images::features::kBraveNTPBrandedWallpaper;
 using ntp_background_images::prefs::kBrandedWallpaperNotificationDismissed;
 using ntp_background_images::prefs::kNewTabPageShowBackgroundImage;
 using ntp_background_images::prefs::
@@ -200,8 +198,7 @@ BraveNewTabMessageHandler* BraveNewTabMessageHandler::Create(
   }
 
   source->AddBoolean("featureFlagBraveNTPSponsoredImagesWallpaper",
-                     base::FeatureList::IsEnabled(kBraveNTPBrandedWallpaper) &&
-                         is_ads_supported_locale_);
+                     is_ads_supported_locale_);
   source->AddBoolean("braveTalkPromptAllowed",
                      BraveNewTabMessageHandler::CanPromptBraveTalk());
 
diff --git a/components/ntp_background_images/browser/features.cc b/components/ntp_background_images/browser/features.cc
index 58e81868b239..b90ef7f692d8 100644
--- a/components/ntp_background_images/browser/features.cc
+++ b/components/ntp_background_images/browser/features.cc
@@ -12,9 +12,6 @@
 namespace ntp_background_images {
 namespace features {
 
-const base::Feature kBraveNTPBrandedWallpaper{
-    "BraveNTPBrandedWallpaperName",
-    base::FEATURE_ENABLED_BY_DEFAULT};
 const base::Feature kBraveNTPBrandedWallpaperDemo{
     "BraveNTPBrandedWallpaperDemoName",
     base::FEATURE_DISABLED_BY_DEFAULT};
diff --git a/components/ntp_background_images/browser/features.h b/components/ntp_background_images/browser/features.h
index 63fa2033eb59..3163c8137bf2 100644
--- a/components/ntp_background_images/browser/features.h
+++ b/components/ntp_background_images/browser/features.h
@@ -12,7 +12,6 @@ struct Feature;
 
 namespace ntp_background_images {
 namespace features {
-extern const base::Feature kBraveNTPBrandedWallpaper;
 extern const base::Feature kBraveNTPBrandedWallpaperDemo;
 extern const base::Feature kBraveNTPSuperReferralWallpaper;
 }  // namespace features